Is your business interested in influencer marketing but not sure where to start? We’ve got your back. Influencer marketing has evolved over recent years from a nice-to-have to a must-have for brands. With ever-changing shifts in shopping behavior and platform algorithms, one facet has remained consistent: consumers crave authenticity and engaging content. Marketers have found that influencers not only provide excellent content, but also amplify opportunities for brand awareness, engagement, trust, and sales. Now, you may be thinking this all sounds great, but how do you get started? Let’s break it down in a few brief steps:
Step 1: Research
Beyond content creation and audience reach, influencers serve as trusted spokespeople for brands. With that in mind, not every influencer will align with your brand values and goals. It’s crucial to do your homework reviewing sentiment, engagement rate, and more to ensure your brand is partnering with someone who represents both your audience’s interests and your business goals. At tSG we use a suite of tools to analyze influencers’ profile data, but if you don’t have access to or budget for tools, you can try cold outreach (via DM or email) for influencers to share their profile analytics with you.
Step 2: Build your Roster
Influencer Marketing is similar to dating—the reality is that not everyone will be interested in you – and that’s ok! Sometimes influencers need a break from work or they’re just not feeling personally connected to your business. Remember, working with influencers is a two-way street, and they want to ensure they’re working alongside brands that will resonate with their audience, too. In building your outreach roster, be sure to prioritize differentiation. Influencers come in all different sizes (nano-influencers, micro-influencers, macro-influencers), beliefs, locations, and backgrounds. Collaborating with a wide net of individuals will allow your business to engage with varying audiences, and ultimately will bring the most ROI for your efforts.
Step 3: Outreach & Contracting
Once you’ve built out your Dream Team of influencers that you’re interested in working with, it’s time to start outreach. Simply put, there is no cookie-cutter tactic for connecting with influencers. At tSG we’ve partnered with platforms and agents to provide us with priority access to talent pools. Alternatively, you can organically search for an influencer’ email address or slide into their DMs on specific social platforms. Regardless of whether it is a paid or product-for-posting style collaboration, we highly recommend that a legal contract be in place so both parties are aligned on all aspects of the influencer agreement.
Step 4: Scheduling
Hooray! You’ve signed on a few influencers to represent your product or services. From here, ensure you’ve communicated with your influencer on when their post will go live so you can track and reply to post engagement. Additionally, once your influencer’s post is live, we often encourage businesses to re-share influencer content on their owned pages to amplify the exposure of the collaboration. Influencer content typically receives great organic engagement, so be sure to maximize the reach and impact as much as you can!
By following these four steps you’ll establish a steady stream of exposure, engagement, and even sales for your business. If you’re interested in learning more about influencer marketing for your business, feel free to give us a shout at email@example.com.